Estée Lauder Companies (ELC) has inked a deal with artificial intelligence (AI) marketing platform Profound to scale its Generative Engine Optimisation (GEO) and AI marketing capabilities.
The partnership will see ELC ramp up its AI-powered discovery across its beauty brands, which include MAC Cosmetics and Jo Malone London, amid rising use of AI platforms such as ChatGPT, Gemini and Claude among consumers.
It will equip the company with a “unified view of how its brands appear across major AI search platforms globally,” the brand said in a statement.
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Profound will provide insight into when and how ELC brands are recommended, as well as “where opportunities exist to improve visibility and accuracy”, the company statement added.
“The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it,” said Aude Gandon, Global Chief Digital and Marketing Officer at ELC.
“This partnership gives every brand in our portfolio the ability to show up distinctly, consistently and accurately wherever our consumers are asking for recommendations.
“Our work with Profound is a natural extension of how we already think about culture, community, and commerce working together – and it puts us at the front of an industry-wide transition.”
Profound’s agentic tools will be used to optimise content across ELC brands’ product description pages, blogs and YouTube channels.
This is designed to ensure product information, ingredients, claims and benefits are optimised for consumer visibility, as well as making it easier for large language models (LLMs) to understand and surface content to consumers.
James Cadwallader, CEO and Co-founder of Profound, said: “ELC recognises that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information.
“Through this partnership, the company is now approaching GEO in the way the best marketers approach any platform shift: early, comprehensively and with real operational commitment.
“Enabling this strategy at scale across an entire prestige beauty portfolio sets a new bar for what enterprise AI visibility strategy looks like in this category.”
The move comes after ELC announced a strengthening of its Amazon and AI capabilities, with expanded leadership roles for executives Brian Franz and Amber English.
Franz was appointed Chief Technology and Transformation Officer, expanding his responsibilities to include leading the company's enterprise-wide transformation.
English was named President, Digital and Online, The Americas and Global Amazon Lead, assuming new responsibilities for ELC’s relationship with retail giant Amazon.
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